新媒体技术条件下的整合性营销传播策略

Integrated Marketing Communication Strategy under the Background of New Media Technology

web2.0的兴起引发了传播形态、媒体环境及营销手段等种种变化,这些均为整合营销传播的实施提供了新的契机。目前,我们要充分发挥web2.0的应用元素,实现营销与传播的融合,以web2.0为中心全面整合营销手段及传播渠道,通过话题引导建立与利益攸关者的良好关系,推进整合营销传播的执行。

The rise of web2.0 brings about a change in communication forms, media environment and marketing methods. The change provides a new opportunity for the application of integrated marketing communication. Therefore, web2.0 should be put into wide use to realize the combination of marketing and communication. By integrating marketing methods and communication channels with web2.0 as the core, a good relationship with stakeholders can be established on the basis of common topics and thus the application of integrated marketing communication is to be promoted.